Most of your marketing, for your events and your business, is online. And the digital rulebook for success continues to shift and change. But one aspect that continues to be prominent and relevant to any digital marketing strategy involves keywords. We’ll take a deeper dive so event planners like you can grasp a better understanding of how keywords work and what role they play in attracting new clients and guests to your special events.
SEO Strategies Always Change
Search engine optimization refers to the strategy and algorithms behind how your audience finds your messages online. And you’ll get a migraine trying to keep up with all the latest SEO advice and best practice suggestions. In reality, event planners should keep SEO in mind but stop trying to guess what Google wants. Stick to what your audience values most with every ad, campaign, message, or post you put into the web. And at the heart of all those content efforts are your keywords. Keep your keywords fresh and relevant, and your SEO results will continue to improve.
What Keywords Do to Help Your Content Be Found
The short answer definition of keywords is a pretty simple concept. Keywords are terms or phrases that are used to match your messages with your target audience searches. In other words, if you can predict what your targets search with Google, it can be the keywords you use in your content, so your brand shows up in their search results.
So, if you’re promoting a fundraising event in New York City, your primary keywords to connect with event guests might be:
- Fundraising event in New York City
- Charity gala NYC
- Donate in New York City
- Things to do NYC
- NYC events
Think geographically with your keywords, along with any specifics regarding the themes, search trends, industries, or brand names that tie your event to the audience.
How to Develop Your Own Keyword Lists
Event planners will have various target audiences, depending on the event and marketing plan. If you’re attracting people to your fundraising gala, for example, your keyword lists will be different from those you use to promote your virtual event planning services. So, much as you would create different “buyer personas” for your marketing efforts, create varying lists of focused keywords. It’s the keyword strategy that will be unique to the message you’re sending, from E-vites and event ticketing to company blogs and social media.
Keyword Research Tools to Consider
It’s hard to endorse one particular tool over another, but there are plenty of keyword research tools out there worth considering. If you’re struggling to come up with effective keywords for your marketing plan, explore some of these to help you assign values and results to certain terms over others out there.
- Google Keyword Planner
- SEMRush
- GrowthBar
- Long Tail Pro
- Majestic
- Moz Keyword Explorer
- SpyFu
Take some of the online marketing guesswork out of your SEO strategy and put more effort into creating and pursuing relevant keywords. It’s the one constant in an ever-changing marketing landscape.
Keep up with all the latest marketing trends that affect and impact your event planning business by attending The Event Planner Expo 2023! The waitlist is open now – make sure you’re signed up to receive upcoming announcements!
